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Last month Google announced they were making changes to the URL capitalisation rules on display URLs on paid search – now ALL display URL domains and any sub-domains will be in lower case, no matter how you enter them in the Google AdWords tool. Subdirectories written in display URLs however can still be capitalised.
How Does This Effect Advertisers?
Part of split testing ad copy includes the way a display URL is written, i.e. intercapitalising the brand/company name within the URL to make it stand out. Now Google have decided to make this a level playing field and all domains remain the same.
Example below, you will see the main domains are all lower case, with subdirectories capitalised:
Looks like it’s just the sub-directories we have to work with then for the URLs … Thoughts anyone?
Search engine technology is evolving, and so is the digital marketing industry. The more experienced professionals amongst you may remember the days of gleefully stuffing keywords into your copy to boost your rankings, blindly spamming strangers to join your email lists and easily securing media coverage for your thinly veiled advertisements.
Site speed is an important area of website optimisation that people working in the world of Search Engine Optimisation are becoming increasingly concerned about.